Branch acquires Tunes mobile attribution business

Tune CEO, Peter Hamilton

Branch, which provides a cross-platform linking and attribution platform for apps including Airbnb, Pinterest and Audible, is acquiring Tune’s attribution analytics platform and team. The acquisition will combine Branch’s cross-platform deep linking and measurement with Tunes mobile attribution expertise to form what the companies believe will be the industry’s leading marketing and measurement platform.

Branch first made its mark as a solution for mobile deep linking. Today, it supports more than 40,000 apps and 100bn links across the web and apps. Tunes Attribution Analytics provides mobile measurement to many of the world’s largest and best-known Fortune 100 organizations.

Going forward, Tune has said it will focus on HasOffers, its performance marketing software.

Tunes measurement, attribution, fraud detection, reporting and all other services will continue uninterrupted, and will be integrated into Branch solutions. In addition, Tune customers will be able to access Branch’s mobile marketing and deep linking platform, and Facebook measurement services. Branch achieved Facebook Mobile Measurement Partner status in February.

“This is an exciting outcome for the team at Tune, said Tune CEO, Peter Hamilton. “I am proud of the attribution platform and team we built to serve mobile marketers, and I believe that Branch is the absolute best partner to bring our industry to the next level.
“I was amazed to learn just how much the product and engineering teams at Branch have accomplished in the last year, outpacing the competition in our space. Combining Branch’s fresh approach to linking and technology with Tune’s service level and experience in measurement will have a major impact on the ongoing success of our customers.”

Branch CEO Alex Austin said he was honoured to team up with “the company that invented the mobile attribution industry in 2011.” He added: “Tune has always been a steward of Branchs core values, especially when it comes to putting user experience and privacy first. Combining Tune’s years of learning with Branchs innovation, raw product execution, and key strategic partnerships is the beginning of a new era of mobile marketing. Its going to be an incredible ride.”